‘Too often music is still an afterthought… but a project like Smoorverliefd really helps in shifting that perception.’ – Joost Haartsen from Amp.Amsterdam on ‘Smoorverliefd’

‘Too often music is still an afterthought… but a project like Smoorverliefd really helps in shifting that perception.’ – Joost Haartsen from Amp.Amsterdam on ‘Smoorverliefd’

‘Too often music is still an afterthought… but a project like Smoorverliefd really helps in shifting that perception.’ – Joost Haartsen from Amp.Amsterdam on ‘Smoorverliefd’

‘Smoorverliefd is an excellent example of a highly effective campaign, showcasing the power of music in a social context.’ – At the Dutch Creativity Awards 2020, alongside winning the coveted Grand Prix and Members Award, ‘Smoorverliefd’ took home 1 Gold, 2 Silver and 2 Bronze Lamps – one of which being for Craft: Music. We revisit the project with Joost Haartsen from Amp.Amsterdam to find out more about how the iconic track came to life and what it was like to collaborate with Snelle.

When you were approached by WeFilm to help with the music for this campaign, how did your selection process go in choosing an artist? Was Snelle the obvious choice from the beginning?

We were approached early in the process, which really helped. It gave us enough time to go through our network, and create a solid longlist of candidates. When we heard the then still unreleased single Reunie by Snelle and Okke Punt, we were 100% convinced this was the direction and the team to run with.


How was the collaboration with Snelle when creating the song?

We primarily made sure Snelle and Okke Punt could work peacefully in our studios to create their own magic. The awesome collaboration between Interpolis, WeFilm and the guidance by the director ensured a gem of a track.

‘Too often music is still an afterthought… but a project like Smoorverliefd really helps in shifting that perception.’ – Joost Haartsen from Amp.Amsterdam on ‘Smoorverliefd’‘Too often music is still an afterthought… but a project like Smoorverliefd really helps in shifting that perception.’ – Joost Haartsen from Amp.Amsterdam on ‘Smoorverliefd’

As the Jury stated in their feedback report, ‘The campaign is a very good example of using music as the message. Not as an afterthought, but as a key element in communication.’ When creating music for campaigns, is this often the case or did this fact make this project unusual?

Too often music is still an afterthought, but we have seen a change for the better in recent years. Both agencies and brands seem to have become more aware of the power of music. A project like Smoorverliefd really helps in shifting that perception.


Is this your first #1 hit in the Dutch charts?

We have had recent Top 10 hits with the songs we produced for PLUS supermarkets in collaboration with WundermanThompson, but this was our first #1 in the Dutch charts.


What are your biggest takeaways/learnings from this project?

Involve us early, so there is time to research and ideate thoroughly - and don’t be afraid to let the music truly lead the creative idea and its execution.


What’s the first thing you do when starting a new project?

We have a kickoff meeting with the Amp.Amsterdam team.


How do you, as a team, get creatively inspired?

Amp.Amsterdam is situated at the perfect crossroads between great brands, great creatives, great artists, great labels, great publishers, and a huge amount of relevant music data. That ecosystem, plus our desire to help brands move at the speed of music culture, never fails to inspire us.


Best piece of advice?

Leave your ego at the door, respect the talent of those around you, and keep an open and curious mind.

Read more about Smoorverliefd in our Digital Awards Gallery and read the full Jury Feedback Reports here.

Entries for the Dutch Creativity Awards 2021 are now open! If you would like to submit a project to this year’s Awards and be up for a chance of winning a Lamp or a Spin, find out more here.